We sit down with Phill Hardy, Design Studio Manager at Harrison Packaging, to explore his career, the evolution of carton packaging design, and the trends shaping printed carton packaging and sustainable folding carton packaging today.
Can you tell us about your background and how you got into packaging?
I’ve been with Harrison Packaging for nearly 30 years, spending my entire career here!
I joined the design studio through a graduate start scheme after completing my studies in Industrial Design at the University of Salford. When I started, it was completely different compared to today. We had CAD tables, Bakerlight cameras, and everything was manual. I remember introducing the first Mac into the company, along with our first film setter, which was a big step towards digital workflows. What used to take hours in production now takes minutes, and it’s been incredible to see how technology has transformed the studio.
How has packaging production changed since you started?
Back when I started, producing a set of printing plates could take 4–5 hours, and the step-and-repeat machine could take an entire shift to produce just six plates. Everything had to be done in a spotless, dust-free environment, as dust would ruin the film. Today, with computer-to-plate systems, we can transfer digital designs directly to printing plates and complete the same work in around 30 minutes. The speed and consistency we have now would have been unimaginable when I started.
What are the biggest trends in carton packaging design right now?
We’re seeing a lot more smaller production runs than in the past. That’s usually because of legislation, seasonal products, or promotional variations.
Packaging innovation is so important. Today, our focus is often on being innovative in the design or choice of material to improve the process for time and cost savings. Often, we can add value for a customer through designing a solution for speed and efficiency through our various technologies to create cost savings.
Also, our packaging designs must consider how the customer will work with them during production. The more we can reduce manual handling and enable automation, the more cost-effective the solution becomes. Mind, some customers have designed their packing machines around an innovative packaging concept, so it ultimately depends on the customer and the value of the product.
How do packaging requirements differ across sectors like food, cosmetics, and industrial?
It depends a lot on the sector. Cosmetics and premium confectionery or drinks usually focus on aesthetics and value-added finishes like foil blocking, embossing, debossing, and tactile coatings. Take whisky packaging, for example, it needs web corners so the print wraps fully around the carton edges without exposing the fibre. That adds complexity, but it creates a premium finish.
For industrial, for example, automotive packaging, it’s more about functionality and durability, following a “form follows function” principle. Mind, we are now seeing industrial packaging starting to incorporate elements of value to meet customer expectations and align with brand positioning.
Which sectors are driving innovation the most?
Right now, cosmetics and confectionery. High-end consumers expect premium finishes and strong shelf presence. On the other hand, sectors that cater to price-sensitive consumers are pushing us to find more efficient ways of producing packaging while maintaining quality. So, as I mentioned, innovation isn’t just about looking amazing; it’s also about being practical and cost-effective.
How is sustainability influencing packaging design?
Sustainability is a huge factor now, especially for premium brands. The trend is clear: less plastic, more recyclable carton board, and packaging that genuinely reflects a brand’s environmental values.
At Harrison Packaging, we make this real. We use responsibly sourced materials, like FSC-certified carton board, and eco-friendly inks and varnishes to reduce impact. Sustainability isn’t just a buzzword; it’s a requirement for many of our clients, and it’s driving real innovation in how we design and produce packaging.
Phill Hardy, Design Studio Manager at Harrison Packaging
We’ve also introduced Kodak Process Free Plates, which cut out chemical processing and reduce water and energy use, all while keeping the high-quality print our customers expect. On top of that, board and plastic on-site are recycled, and we work closely with suppliers who prioritise energy and water efficiency.
As a business, we’re committed to sustainability in everything we do. We’re on our journey towards ISO 14001 certification, ensuring our operations align with our customers’ expectations and wider environmental responsibilities.
How are brands using printing techniques to stand out?
Brands really need their packaging to grab attention quickly, particularly in the high-end cosmetics sector, where packaging plays a major role in communicating quality and luxury.
We’re seeing a lot of Spot UV, which adds glossy highlights to specific areas of a carton, as well as foil blocking for metallic effects. Subtle shadows and embossing can also add depth and texture, helping the product stand out visually.
Packaging design is a bit like pop art; it has to grab you instantly. Your product needs to shout from the shelf. Colour consistency is also crucial, and with modern colour management, we can reproduce exact shades across different substrates and print runs, ensuring brands maintain a strong and recognisable identity.
How are new technologies influencing packaging production?
Technology has transformed the way we work. Our Koenig & Bauer Rapida 106X 8-colour press allows us to apply multiple inks and finishes in a single run, giving us far more flexibility and efficiency in production.
For example, we can now apply twin varnish, combining matte and Spot UV finishes in a single pass. Historically, this would have required two passes and the use of polymer plates (syrels), making the process slower and more expensive. Advances in plate and blanket technology now allow us to achieve the same premium effect in one run, saving time, cost and resources.
Automation has also improved efficiency across production, helping reduce manual intervention and maintain consistent high-quality results.
What structural design trends are emerging?
Customers are looking for cartons that are easy to open, tactile, and sustainable. Prototypes play a big role because seeing and handling the packaging helps clients visualise the design and understand its functionality. I often say that physical samples become a talking point, which helps sell an idea. Structural innovation also supports e-commerce, where packaging needs to be protective, lightweight, and minimise waste.
We’re also seeing more creativity in carton shapes and structures, designed to stand out on the shelf, integrate with packing machinery, or even serve multiple functions, like gift packaging that can double as a display. Material choices are key here; lighter, stronger boards allow us to innovate without adding cost or environmental impact.
How are brands using packaging to tell their story?
Packaging has become a way for brands to communicate beyond the product itself. QR codes and digital links let brands share product information, sustainability credentials, and community initiatives. We also use coding for traceability, so every carton can be tracked through the production process. Packaging can tell a much bigger story than just the product inside. It’s a way for brands to connect with consumers and demonstrate values like quality and sustainability.
What future trends do you see shaping packaging in the next few years?
I think AI will have a big role, from automating layouts and artwork changes across multiple SKUs to predicting sales trends and optimising production. Smart and connected packaging will also continue to grow, helping brands combine physical cartons with digital experiences for consumers. AI will help us make packaging faster, more cost-effective, and more sustainable, while still delivering the wow factor that makes a product stand out.
Final Thought
After nearly three decades in the industry, I’ve seen incredible change, but one constant remains: the need to balance aesthetics with functionality. Today, that balance also includes sustainability and the overall customer experience, how packaging looks, feels and performs throughout the entire product journey.
Discover how Harrison Packaging can bring your brand to life
Speak to our expert team about custom carton packaging, sustainable folding carton packaging, and printed packaging solutions today – 01642 754600 | sales@harrisonpack.com